Advertising rebounded in April—at least on connected televisions—as the initial wave of public service-driven advertising ebbed and brands began to take advantage of the rise in screen time in quarantine.
Programmatic ad transactions on CTV rose 40% between April 5 and May 11 after falling 14% during March, according to research from Pixalate.
All major device types, from smart TVs to streaming sticks, saw at least a 12% rise in programmatic trading. Vizio, Insignia (to which Amazon licenses its Fire TV platform) and Roku led the pack with increases in programmatic ad transactions of 108%, 74% and 44%, respectively, over the time period.
Mike O’Donnell, svp of Vizio’s platform business, said the company is starting to see brands across different verticals wade back into the advertising waters after many paused their spend at the start of the Covid-19 pandemic, noting that automotive—historically a big category spender in TV—is starting to slowly rear its...